When Virgin decided to launch a brand new Airline between Australia and LA, only two competitors were flying the route. Two years later, there were five carriers, record oil prices, and a global recession at launch. And due to a preexisting business agreement, we couldn't use the brand name 'Virgin.' Since we couldn't be called Virgin, we would have to BE Virgin. V Australia would epitomize stylish, sophisticated Aussie fun. Richard Branson's newest international airline would appeal to the most influential travelers between LA and Australia: the entertainment industry jet set.